As destinations across the Middle East compete to attract higher-yield MICE and group business, scale, flexibility, and clear brand segments are becoming key differentiators. Following its transition from Shangri-La and subsequent rebranding under Hilton on 1 January 2026, Hilton Barr Al Jissah Resorts is being strategically positioned as a unified, multi-property destination designed to serve large-scale conferences, incentive groups, and destination celebrations—while offering planners the ability to curate distinct experiences within a single integrated resort environment.
Joakim Velinder Cluster Commercial Director Hilton Muscat, Barr Al Jissah Resorts
In an interview with Joakim Velinder, Cluster Commercial Director, he said, the repositioning reflects both evolving client expectations and Oman’s growing appeal as a meetings and events destination.
A Unified Destination Built for Scale and Seamless Execution
Post-rebranding, Hilton Barr Al Jissah Resorts brings together DoubleTree by Hilton Muscat Al Waha, Hilton Muscat Al Bandar, and the luxury Al Husn Hotel Muscat under a single destination proposition. Collectively, the resort offers over 12,000 sqm of versatile indoor and outdoor event space, with the ability to support full and semi buyouts across multiple properties.
This integrated approach allows Hilton to service everything from high-volume conferences and incentive programs to destination weddings and large social celebrations, while maintaining operational consistency backed by Hilton’s global MICE systems and expertise.
“Barr Al Jissah has long been a preferred location for destination weddings and group events,” Velinder notes. “The rebranding allows us to elevate that reputation into a clearly defined, large-scale MICE destination with the infrastructure, accommodation depth, and venue diversity planners are looking for today.”
Brand Architecture as a Strategic MICE Advantage
A key pillar of Hilton’s strategy at Barr Al Jissah lies in its deliberate brand mix, which allows planners to match group objectives, budgets, and guest profiles without leaving the destination.
He explained that DoubleTree by Hilton Muscat Al Waha is positioned for large-volume groups, incentive programs, and family-friendly events. Hilton Muscat Al Bandar serves as the operational and conferencing hub, anchoring corporate meetings and large conventions. Al Husn Hotel Muscat provides a premium, adults-only luxury setting for executive retreats, VIP groups, and exclusive incentive experiences
This brand-led segmentation is supported by a wide range of venues, including beachfront event spaces, an amphitheater, a helipad, a grand ballroom, and multiple breakout and function rooms, enabling planners to design multi-venue, multi-mood programs within one destination.
“The flexibility of hosting different group segments simultaneously, or curating layered experiences for a single large group, is a major strength,” Velinder explains.
Target Source Markets and Emerging Demand Trends
Hilton is prioritising proximity and high-growth markets for groups, MICE, and destination weddings at Barr Al Jissah, with particularly strong momentum from the GCC and India, Velinder said.
According to him, the GCC continues to perform strongly for corporate meetings, incentives, and social celebrations, supported by ease of access, cultural alignment, and shorter booking lead times. India, he added, represents a high-growth market for large-scale destination weddings, driven by the resort’s scenic setting, accommodation capacity, and ability to offer full or semi buyouts across multiple properties.
For incentive travel, Hilton is also seeing sustained interest from Russia and key European markets, often routed through proximity-based agencies operating within the region. These groups are drawn to Oman’s distinct positioning, favorable seasonality, and the ability to deliver immersive, high-impact incentive programs within a single destination.
Additionally, the UK and wider European markets remain important source regions for conferences, leadership retreats, and incentive groups seeking alternatives to more saturated destinations.
Driving Oman’s Inbound MICE Growth
Taken together, Hilton Barr Al Jissah Resorts’ rebranding and positioning reflect a broader shift in Oman’s inbound MICE strategy, moving beyond individual properties toward destination-scale solutions that can compete regionally and globally.
By leveraging brand diversity, venue scale, and integrated operations, Hilton is positioning Barr Al Jissah not just as a resort complex, but as a strategic MICE pillar for Oman, capable of supporting the next phase of growth in international meetings, incentives, and destination-led group travel.
For planners seeking scale without compromise and destinations looking to attract higher-value group business, Barr Al Jissah is emerging as a compelling, future-ready proposition.
